TV Channels take on media buyers on AdEx

Television broadcasters have taken on media buying houses over the use of TAM Media's AdEx to validate telecast of advertisements.

Early this month, the India Broadcasting Federation is believed to have raised the issue with agencies to consider the elimination of third-party audit services of AdEx, which monitors the ad telecast schedules for media agencies and advertisers on an ongoing basis.

Broadcasters complain that payments from advertisers have been deferred because of a mismatch between AdEx reports and the internal audits of broadcasters.

Consequently, the IBF recently held meetings with media agencies to communicate that broadcasters did not want agencies to use AdEx as a tool to validate telecast of ads on channels.

They argued that internal monitoring systems giving details on advertisements placed and telecast during a particular time was sufficient proof and payments should be made based on the internal reports rather than third-party reports.

"It is unfair to deny or delay payments to broadcasters simply because a third-party monitoring system has failed to take note. Our internal monitoring systems are robust and credible. Therefore, it makes sense if our internal monitoring system is used as reference," said an executive from a leading channel network.

L V Krishnan, chief executive, TAM Media, said he was unaware of any such development. He maintained that AdEx was a tried-and-tested method with proven capabilities.

A senior executive from a top media buying house confirmed the development and the meeting with the IBF over the issue.

After the meeting, six to seven media agencies, including Madison, Group M and Initiative Media, are analysing the extent of variation of data tabulated by AdEx and the broadcasters' internal scheduling system.

Sources at Group M and Madison confirmed the development. The validation process is expected to take around 3-4 weeks after which a call will be taken.